ANALISIS PENGARUH KETIDAKPUASAN DAN PERSEPSI
HARGA TERHADAP KEBUTUHAN MENCARI VARIASI
DALAM PERILAKU BRAND SWITCHING PADA
SMARTPHONE BLACKBERRY KE ANDROID
Brand switching is one of interesting objects to be studied. Companies
need to know what motivates consumer to switch and using competitor‟s product.
Especially in smartphone market in Indonesia. The purpose of this study to test
the strength of disstatisfication and price perception on needs of variety-seeking
in order to increase brand switching on Blackberry product. This study used two
independent variables, disstatisfication and price perception, brand switching as
the dependent variable and then needs of variety-seeking as an intervening
variable.
This research method using purposive non probability sampling with
sample of 100 respondents in Semarang city. Data obtained from the
questionnaire which was processed and analysed using multiple regression
analysis techniques. This analysis includes : validity and reliability, the classic
assumption test, multiple regression analysis, t-test, f-test, and coefficient of
determination analysis.
The result showed the dissatisfaction, price perception affects needs of
variety-seeking. Variable dissatisfaction, price perception, needs of farietyseeking
has positive and significant effect on brand switching. The result also
show that the direct effect of variable disstatisfication and price perception to
brand switching is bigger than the indirect effec
